Bacardi launches spiced rum in the UK

Family-run spirits maker Bacardi has launched Bacardi Spiced rum to the drinks market in the UK in response to an increase in demand for flavoured rums.

Last year flavoured and spiced rums saw an increase in off-trade sales rising 4% in volume and value sales in the 12 months leading to September 2018.

According to Brand Champions data published by The Spirits Business magazine, Bacardi is the second best-selling rum in the world.

Bacardi Europe brand director Tine Van Nevel told Foodbev Media: “The decision to introduce a spiced blend into our rum portfolio was a natural one as consumers have shown demand is there. We are confident Bacardi Spiced will satisfy the taste buds of long-time spiced rum drinkers as well as converting some new fans with its unique combination of spices and flavours.”

Bacardi Spiced is currently only available at Tesco but will be in other UK stores from April this year.

The launch of the new rum follows the company’s launch last year of Bacardi Ginger & Bacardi Raspberry drink. It also released a gin liqueur, Bosford Rose Gin & Strawberry Liqueur, as there was an increase in popularity of pink gin in America.

Bacardi hired actor Michael B Jordan last year to be in a short film advertising the company’s premium rums, Bacardi Anejo Cuatro and Bacardi Gran Reserva Diez. Launched in April last year, the rums were part of a plan to increase the premiumisation in the rum market.

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